The companies are also producing their own television content. While Netflix recently released an entire second season of its uber-popular House of Cards show, Amazon is working on its own batch of original series and just approved six new shows for production.

Though they both compete in the video streaming space, the twist is that Netflix runs on Amazon Web Services.

Netflix, meanwhile, also announced today that it will increase its subscription plans by $1 or $2 this quarter. The company posted a Q1 income of $53 million and now has 12.68 million subscribers worldwide, up more than 5 million from this time last year.

In addition to the Fire TV, Netflix plans to integrate its service into TiVo set-top boxes in the U.S. this year.

Taylor Soper is a GeekWire staff reporter who covers a wide variety of tech assignments, including emerging startups in Seattle and Portland, the sharing economy and the intersection of technology and sports. Follow him @taylor_soper and email taylor@geekwire.com.